BRANDS and supermarkets are no longer just shrinking packs or hiking prices — they are doing both at the same time.
The “super-shrinkflation” trend is exposed today by a wide-ranging Sun on Sunday investigation.
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The combination of reducing pack sizes and putting up prices means some big-name brands sold at Tesco, Sainsbury’s, Asda and Morrisons effectively cost twice as much as last year.
Bags of Cheetos when bought in a multi-pack are now 25p per pack, rather than 12.5p.
They used to be sold in packs of eight for £1, but now come in sixes for £1.50.
A Penguin bar costs 5.8p more since a pack of seven is now £1.50 — 25p more than when they were in packs of eight
Pringles cost a fifth more each while a Tesco chicken jalfrezi works out at 23 per cent more per mouthful.
Magnum ice creams sold in multi-packs are now 59 per cent more — first with each shrinking from 110ml to 100ml, then the number per pack being reduced and now the price going up to £3.25 at Tesco.
Some brands said supermarkets set final pricing, while supermarkets said the details are on shelf labels.
But retail expert Helen Morrissey, of Hargreaves Lansdown, said: “Shoppers shouldn’t have to scrutinise every label.”
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Sue Davies, head of food policy at Which?, said: “Shoppers are being hit with a double-whammy.”
